Mumbai: Generali Central Insurance (GCI) and Generali Central Life Insurance (GCLI), today announced the launch of their first brand campaign Here Now. The first-of-its-kind joint brand campaign between life and non-life businesses, following its rebranding, after the Central Bank of India joined the Generali Group as a joint venture partner earlier this year, urges individuals and families to act today and secure their future through insurance for a better tomorrow.
In line with its commitment of being a Lifetime Partner, the campaign reflects the brand’s promise of standing with its customers as they embark on new journeys, with innovative insurance solutions backed by Generali’s centuries old global expertise and deep-rooted presence and trust of Central Bank of India. It aims to highlight the importance of timely financial protection at a time when India’s insurance penetration (life and non-life put together) continues to be low hovering at below four per cent of GDP.
From a family moving into their first home, a woman setting new benchmarks in her health and fitness journey, a father teaching his son to drive, to an entrepreneur reigniting a dream – the campaign celebrates everyday acts of courage and transformation that define a brighter future. It revolves around the idea that the future is created in the present and as ‘Lifetime Partner’ to its customers, the brand is Here Now to protect everything they love.
Anup Rau, MD & CEO, Generali Central Insurance, said, “Insurance is a financial safety net that protects not just individuals, but the stability of families and the economy as a whole. Through our Here Now campaign, we aim to inspire people to take charge of their future today, because tomorrow’s security depends on the decisions we make in the present. Generali Central Insurance reflects the powerful synergy between two iconic institutions — Generali Group, with nearly 200 years of global insurance expertise, and the Central Bank of India, with over a century of deep-rooted presence in India’s financial and geographical landscape. Through this campaign we have tried to bring Generali’s global philosophy to life through local storytelling that resonates deeply with Indian audiences and reflects the brand’s promise to be a Lifetime Partner who is always Here Now. We believe by harnessing the Bank’s extensive branch network and community trust, we are uniquely positioned to bridge the protection gap, enhance insurance awareness, and deliver comprehensive, customer-centric solutions.”
Commenting on the launch of the campaign, Alok Rungta, MD & CEO, Generali Central Life Insurance, said, “At Generali Central Life Insurance, we understand that every decision made today lays the foundation for financial security for the future. Life insurance plays a vital role across all stages of life – offering protection, peace of mind, and financial stability when it matters most. We believe our responsibility goes beyond providing life cover. Every interaction is a chance to build trust, offer reassurance, and be present in the moments that shape people’s lives – whether it’s guiding someone through a decision or supporting them during a claim. Our Here Now campaign reflects this belief. It brings our Lifetime Partner philosophy to life – powered by purpose, driven by action, and rooted in care. Because a Lifetime Partner is a ‘Here Now’ Partner – present, engaged, and committed to every moment that matters.”
The campaign film highlights diverse life stages and relationships, paired with the brand’s comprehensive portfolio reflecting how Generali Central is present in every life moment, with protection built on innovation and trust.
The campaign will be rolled out across digital platforms, regional media, outdoor, and customer engagement channels, reinforcing Generali Central’s mission to make insurance accessible, relevant, and actionable for every Indian. Taking the campaign closer to the consumers, Generali Central has partnered with Uber (Mumbai and Delhi), Mumbai Metro’s Ghatkopar–Versova Line 1 and the Swiggy app (Food and Instamart), ensuring strong visibility and wider engagement across both physical and digital touch points. By bridging the awareness and action gap that continues to limit India’s insurance coverage, the company aims to underline that planning for insurance is not just a personal safeguard, but a building block of collective economic resilience.
